Introduction

Why I Wrote This Book?

I wrote this book to address two challenges facing today’s marketers and analytics practitioners.

The first challenge is that the return on investment (ROI) of marketing analytics is low. Although analytics is widely acclaimed as the new science of winning, and the application of analytics is becoming commonly accepted in marketing, analytics has not lived up to the promise. A 2015 Forbes Insights Report indicates that only 22 percent of marketers have data-driven initiatives achieving significant results. That is startling, considering the importance and prevalence of analytics in marketing success. To add insult to injury, many executives say that they don’t trust their own analytics team. According to a ...

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